Impact of Experiential Marketing and Consumer Trust on Purchase Decisions: Evidence from a Smartphone Retail Business
DOI:
https://doi.org/10.37385/ijedr.v7i1.10983Keywords:
Experiential Marketing, Consumer Trust, Purchase DecisionAbstract
The increasing use of mobile phones in Indonesia has intensified competition in the smartphone retail industry and influenced consumer purchasing behavior. Metta Cell Denai Medan, a local smartphone retailer, has experienced a decline in sales in recent years, indicating reduced consumer purchase interest. Preliminary observations suggest that this decline is associated with suboptimal experiential marketing practices and low levels of consumer trust, particularly in terms of service quality, transparency, and transaction convenience. This study aims to examine the influence of experiential marketing and consumer trust on purchase decisions. This research adopts a quantitative approach using survey data collected from 110 consumers, with the sample size determined based on indicator-based estimation techniques. Data were analyzed using multiple linear regression to assess both partial and simultaneous effects of the independent variables on purchase decisions. The findings reveal that experiential marketing and consumer trust each have a positive and significant effect on purchase decisions. Furthermore, both variables jointly contribute to shaping consumer purchasing behavior. These results highlight the importance of creating meaningful customer experiences and building trust as strategic priorities for improving purchase decisions in the smartphone retail sector.
References
Abarna, K. R., Vijayalakshmi, V., & Andal, V. (2023). Impact of risk and trust on the purchase decision of online shopping customers: A study with reference to Chennai City. International Journal of Professional Business Review, 8(1).
Akbar, M., Rezeki, S., & Gustina, I. (2025). Analisis pengaruh promosi dan citra merek terhadap keputusan pembelian pelanggan. Jurnal Manajemen Bisnis Eka Prasetya (Eka Prasetya Journal of Management Studies), 8(1), 96–107.
Apriyani, V., Wahyuni, E. S., & Sumarni, Y. (2023). Manajemen pelayanan kualitas bank syariah. Brimedia Global.
Ayuningtiyas, K., & Gunawan, H. (2020). Pengaruh kepercayaan, kemudahan, dan kualitas informasi terhadap keputusan pembelian daring di aplikasi Bukalapak pada mahasiswa Politeknik Negeri Batam. Journal of Applied Business Administration, 4(2).
Budiarto, J., & Pancaningrum, E. (2019). Pengaruh experiential marketing terhadap keputusan pembelian smartphone Xiaomi. Jurnal Riset Manajemen dan Bisnis Dewantara, 4(1).
Fatchiyah, A., & Sukmono, R. A. (2021). The effect of experiential marketing and brand image on purchase decisions through word of mouth as intervening variables. Indonesian Journal of Innovation Studies, 15.
Gustina, I., & Lazuardi, D. (2022). Company purchase decision improvement strategy. Proceedings of the International Business and Economic Conference (IBEC), 1(1), 133–139.
Hidayat, F., Dewi, M., Halim, H., Gultom, D. S. P., Soejono, F., Manuhutu, C. U. Y., & Hismendi. (2025). Metodologi penelitian ekonomi. Yayasan Kita Menulis.
Hildawati, H., Suhirman, L., Prisuna, B. F., Husnita, L., Mardikawati, B., Isnaini, S., Wakhyudin, W., Setiawan, H., Hadiyat, Y., Sroyer, A., & Saktisyahputra, S. (2024). Metodologi penelitian kuantitatif & aplikasi pengolahan analisa data statistik. Sonpedia Publishing Indonesia.
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus–organism–response model. Journal of Research in Interactive Marketing, 7(1), 33–56. https://doi.org/10.1108/17505931311316734
Laksono, A. (2024). Analysis of experiential marketing, trust, convenience, and digital marketing on purchasing decisions. Journal of Business and Management Studies, 6(1), 45–58.
Loo, P., Maryati, D. E., Sinaga, H. D. E., Situmorang, I. R., & Helen. (2024). Mengungkap keterkaitan content marketing dan ulasan pelanggan pada keputusan pembelian di TikTok. Pena Persada.
Lotte, L. N. A., Irawan, P., Setiawan, Z., Wulandari, D. S., Daga, R., Elida, S. S., Pandowo, A., Sudirjo, F., Herdiansyah, D., Muliyati, & Santosa, A. D. (2023). Prinsip dasar manajemen pemasaran. Global Eksekutif Teknologi.
Marlinton, D. P., et al. (2023). Live streaming, content marketing, and experiential marketing on purchasing decisions in Shopee e-commerce. Journal of Management and Applied Business, 5(2), 78–83. https://doi.org/10.31849/jmbt.v5i2.14231
Marsam. (2020). Pengaruh gaya kepemimpinan, kompetensi, dan komitmen terhadap kinerja pegawai pada unit pelaksanaan teknis di lingkungan Yapis Cabang Kabupaten Biak Numfor. Qiara Media.
Nasution, W., & Sari, D. K. (2021). The influence of brand image, experiential marketing and word of mouth on purchase decisions at e-commerce Shopee in Sidoarjo. Academia Open, 4.
Nurchayati, N., Riyadi, B., & Sartini, S. (2022). Brand image, brand trust, experiential marketing and perceived price on super-app customer purchase decisions: Go-Jek application user perception. Research Horizon, 2(4), 531–540. https://doi.org/10.54518/rh.2.4.2022.75
Pramesti, D. Z., & Sujana, I. N. (2023). Pengaruh brand image, brand awareness, dan brand trust terhadap keputusan pembelian smartphone merek Apple. Ekuitas: Jurnal Pendidikan Ekonomi, 3(1).
Rahma, I. V., et al. (2025). The role of e-trust, experiential marketing and advertising on purchasing decisions in Tokopedia e-commerce. Jurnal Ilmiah Manajemen Kesatuan, 13(1), 1–12. https://doi.org/10.37641/jimkes.v13i1.3042
Rizky, M. (2023). Influence of Instagram social media marketing on repurchase intention through experiential marketing and brand trust. Jurnal Aplikasi Bisnis dan Manajemen, 9(2), 658–670. https://doi.org/10.17358/jabm.9.2.658
Sandira, N. F. A. (2026). The role of consumer experience and trust in live commerce purchase decisions. Journal of Economics and Management Applications, 7(1), 1–10.
Siahaan, F. S. (2025). Influencing buying decisions through guerilla marketing and experiential marketing. Journal of Management and Digital Business, 5(2), 101–112.
Sinaga, H. D. E. (2023). Pengaruh store atmosfer, lokasi, dan gaya hidup terhadap keputusan pembelian di Sosmed Cafe. Jurnal Manajemen Bisnis Eka Prasetya (JMBEP), 9(2), 150–162.
Situmorang, I. R., & Suwandi. (2021). Pengaruh perilaku usaha dan pemasaran terhadap keputusan pembelian pada PT Mulya Krida Resik Medan. Jurnal Manajemen Bisnis Eka Prasetya (JMBEP), 7(1), 37–51.
Srilasmini, I., Sihite, M., & Purba, J. H. (2025). Exploration of experiential marketing, brand trust and price in consumer purchasing decisions. Proceedings of ICOFEMATICS, 1(1), 1–7. https://doi.org/10.46880/icofematics.2025.1-1.(MAN-036).1-7
Suardana, I. A. R. A., et al. (2024). The impact of brand image, brand awareness, and social media marketing on purchase decisions with experiential marketing as mediation. Business Theory and Practice, 25(1), 1–12.
Wijaya, K. S. (2023). The influence of brand image and trust on purchase decisions in TikTok Shop. Journal Research of Social Science, Economics, and Management, 3(1).
